Bra-top Tattoo Print, Citala

Canadian Lingerie and Loungwear brand sustainable made in Canada and Europe.

Less Is A’mor was founded in Toronto in 2015 by designer Irina Shad, a graduate of the Fashion Techniques and Design program at George Brown College.

The story of the brand began during Irina’s studies, after she completed a specialized lingerie design course at George Brown College. Inspired by the experience, she chose to create a small capsule lingerie collection as part of her graduation work.

Her professor, impressed by the collection, encouraged Irina to pursue lingerie design professionally and suggested that she begin selling her pieces on Etsy. What started as a small independent collection soon found its audience, and after several successful years on Etsy, Irina launched the Less Is A’mor online store.

Since those early days, Less Is A’mor has grown from a Toronto design-school project into an international lingerie brand, expanding beyond its own online boutique and into major retail and marketplace channels in Canada and Europe and film industry.

At its heart, Less Is A’mor remains connected to where it all began: a love of lingerie, thoughtful design, craftsmanship, and the belief that beautiful lingerie should make women feel confident, feminine, and completely themselves.